How a Sound B2B Telemarketing Strategy Can Improve Direct Reseller Recruitment and Long-term Account Development
We live in an age where the availability of technology as an enabler for communications has never been better. Although credit and criticism regarding issues like privacy, for instance, can be leveled in often equal measure, there is no doubt that, when it comes to the myriad options of communication platforms and social media channels available, these tools will continue to impact us on multiple levels.
We are all aware of the impact that the pandemic has had on our society and how digital transformation in both the business and private sectors has helped us all adapt to new circumstances.
So, with all the technology and interactive tools available to consumers and businesses to connect, share and communicate, what hasn’t changed when it comes to identifying, recruiting, growing and retaining strong IT channel partners? I believe that regardless of the media used; how good the message, the brand, the product, program or the price, “People still buy from people!”.
With this in mind, even with a large multi-national, multi-lingual partner base of tens of thousands, a well-targeted B2B telemarketing strategy can and does help form part of a consistent, timely and proportional partner communication plan.
By use of a unified partner communication plan with a defined partner journey, we can help determine the best audience, time and message for telemarketing to be utilised. The personal interaction of what should be unscripted discussions should not only allow the telemarketer to take on the face of the vendor to the partner, but as their business relationship develops, that partner’s trust and reliability can also be projected onto the vendor.
Vertiv continues to use B2B telemarketing with both internal teams and specialised agents such as BNZSA – a leading European marketing agency – to help with the recruitment, activation and nurturing of our growing IT channel partner base that cover large areas of the EMEA region. Using a range of data sources and market intelligence, the BNZSA team helped identify key prospects in our target markets and conducted calls with native language speakers to route and qualify leads within a few hours, rapidly accelerating reseller conversions.
Brahim Samhoud, CEO at BNZSA, comments: “We had the opportunity to live and breathe Vertiv’s culture and vision, receiving extensive training to help build awareness for the company in key markets, establish a network of partners and seed a sense of community within the network.”
It is important when working with B2B telemarketing agencies that the level of competency, language skills and knowledge are in line with the needs of the company’s communications strategy. BNZSA did not disappoint and have been at the forefront of Vertiv’s channel partner development, resulting in strong partner growth in both revenue and program engagement.
